Much has been made about the marketing opportunity that lies beneath social media. As business Facebook pages and Twitter accounts become virtually universal and consumers are able to connect with their trusted brands across a social platform. Brands are no longer represented by corporate talking-heads and customer service calls but instead by more personable social media accounts that streamlines interaction and engagement in the community. While it is apparent that social media marketing possesses immense benefits, and the existence of third-party platforms for Facebook, Twitter, and company makes the marketing experience painless, many social media marketers are quick to overlook the risk of social media and the transparency of your brand image in the face of millions of followers.
A recent gaffe by Southwest Airlines, long held as the poster child of social media marketing success, threw the airline company in the face of the double-edged sword of social media marketing. During a promotion celebrating their three millionth Facebook 'like,' Southwest offered promotional airfare priced as low as $29. However, due to a bug in the system, customers received an unwelcoming surprise. CBS News reports:
"...hundreds of frustrated would-be fliers wound up posting stories on Facebook about how their credit and debit cards were being repeatedly charged, in some cases 20 or more times for a single flight. They also tweeted and blogged about the related financial hassles, which ranged from drained checking accounts and bounced checks to overdrawn credit limits and canceled bank cards."
As comments expressing customer outrage spontaneously appeared on the Southwest Airlines Facebook page over the weekend, what would have resulted in a frenzy of customer service calls and phoned-in complaints a decade ago manifested itself in the form of an unexpected PR blunder. While it's easy to see that social media marketing can put businesses at consumers' doorsteps, we often forget that they can just as easily wander up the front lawns of the businesses themselves. Dissatisfied customers can gather in a public space-online-and band together to voice a collective complaint. Alone, a disgruntled customer is only able to voice concern via a company phone representative and spread complaints via the word of mouth to close acquaintances, but over an extensive social networking platform the thoughts of individuals become the collective opinions of larger groups-an official Facebook group was soon formed for those that experienced an overcharge. Responses to Southwest's promotional blunder now highlight all incoming wall posts on the airline's official Facebook page.
What we learn from social media's response to Southwest is that social media marketing is effective not because consumers are made more accessible, but instead because companies are made more accessible. The ease in promoting brand equity arises not from a company's ability to reach consumers but instead by the relative ease with which an individual can 'follow' or 'like' a brand. The social media marketing channel flows in both directions, as voicing customer feedback is just as simple as promoting a new product. This is not to say social media marketing should be rejected-that would be absurd. Social media marketing undeniably reaps significant benefits, and for the reason of it being a double-edge sword it forces companies to remain loyal to their customers and maintain integrity in what their brand represents. With the ease at which customers voice concern, a single ethical gaffe could result in large public relation disasters. Just as professional reputations are on the line for jobseekers on social networks, brand reputation could just as easily be compromised. The transparency that Facebook and Twitter places on your company provides a necessary incentive for businesses to remain ethical and loyal. So while social media marketing is a double-edged sword, both edges provide appealing incentives to utilize the resources of social media in your company's next marketing campaign.